Whirlpool of India, a subsidiary of Whirlpool Corporation, has now launched a range of customised built-in kitchen appliances which are specially designed to cater to the needs of Indian kitchens. It also unveiled Vitamagic, a range of premium refrigerators.

The total built-in appliance business in India currently stands at around Rs 1,500 crore, of which 80 per cent is held by mass players and the rest is the premium players’ share.

“The built-in industry is currently growing at the rate of 25 per cent. We are a crucial player in the industry, and we are growing in double digits every year. We have grown over 50 per cent since we started our built-in appliance segment in India,” said Sunil D’Souza, managing director, Whirlpool of India.

Whirlpool is a market leader in high-end products in Europe, and it strives to offer its customers with the same range of products in India that are well-crafted, robust, and durable and speak best in terms of craftsmanship, quality as well as technology.

“Currently, 90 per cent of the appliances that are sold in India are imported from Whirlpool’s multiple manufacturing facilities in Europe,” D’Souza added.

The company also made its entry into the commercial appliance segment in India with a newly-introduced range of ovens, dishwashers and ice makers.

Natarajan A, head, new business unit, India, Whirlpool, said, “With numbers of restaurants, hotels, institutes, hospitals and food line businesses mushrooming in the country, we see a huge scope for growth in the commercial appliance segment in India.”

“The overall industry is growing at a rate of 10-12 per cent annually. We are currently foraying into the kitchen equipment market of the commercial industry and eyeing a market share of five per cent,” Natarajan said.

“Soon, we’ll thrill our partners with an innovative product from Whirlpool in its signatory segment of laundry,” he added.

Whirlpool has already partnered with distributors and food service consultants in India and has started supplying its appliances.

Available in two colour variants, the refrigerator has the Microblock, which prevents 99.9 per cent bacterial growth during the product’s lifetime, while a new moisture control knob with four different levels ensures optimum moisture control for all types of fruits and vegetables. It defrosts automatically when needed, and forms ice cubes in less than 95 minutes.